App Store Optimization (ASO in short) is all about gaining visibility in the app stores and increasing your organic downloads. This way, more people are able to find your app and download it.

More downloads mean more users and more users mean more revenue. Seems straightforward, right? Well, it isn’t all that simple.

You are probably wondering how does App Store Optimization work? Is it really worth the effort? Where should I start? Don’t worry, we got your back. We are going to cover this and many other ASO related questions in this Beginners Guide to ASO.

What is App Store Optimization (ASO)

App Store Optimization is the process of improving the visibility of your app within a mobile app store (the Apple App Store & Google Play). The basic principle of ASO, besides high rankings in the app store, is the focus on click-through rate (CTR). This means you have to convince people to actually click on your app once they find it. You can do so by optimizing your App Name, Title, Logo, Screenshots and App Rating. But it doesn’t end there.

Once people click on your app and are on your App Landing Page, you have to make sure they also download it or make a purchase. This part of In-App Store Optimization is also known as Conversion Rate Optimization (CRO).

What is the difference between ASO and SEO?

ASO is often referred to as app store SEO (Search Engine Optimization). Both processes share similarities like keyword optimization, backlinking and conversion optimization. The main differences between App Store Optimization and Search Engine Optimization are the ranking factors. Besides, ASO is utilized for mobile apps whereas SEO for websites.

Google considers more than 200 aspects and the list keeps expanding. The list of ranking factors for ASO is much shorter, however many people are still unsure of which ones play a role. It’s time to put an end to that!

The following checklist illustrates the main differences and similarities between ASO & SEO.